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1 .This is Scientific American 60-Second Earth. I'm David Biello. Your minute begins now.
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2 .Quick: which saves more fuel?
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3 .Boosting miles per gallon from 10 to 11? Or from 33 to 50? Neither.
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4 .They both save the same amount, one gallon of gasoline every 100 miles.
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5 .And that's why some behavioral scientists think gallons per mile is a better metric.
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6 .Because it tells you exactly how much fuel your car will burn per mile traveled.
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7 .As a result, the U.S.Environmental Protection Agency added gallons per 100 miles to fuel economy labels in 2013.
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8 .Now new research suggests that's not the only way to better inform new car buyers of the fuel efficiency of their vehicle.
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9 .To test what works best, management researchers at Duke University's business school offered would-be car buyers a host of labeling options in an experiment.
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10 .The labels ranged from gallons of gas used per 100 miles to cost of gas over 100,000 miles.
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11 .When consumers saw that cost-of-gas label, they picked the most fuel efficient car every time.
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12 .The research appeared in the Journal of Public Policy & Marketing.
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13 .The finding suggests that cost is the main driver for people to opt for fuel efficiency.
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14 .And if lifetime fuel cost is what matters, maybe that ought to be on the new car labels too.
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15 .Your minute is up, for Scientific American 60-Second Earth. I'm David Biello.
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